Solved

Scenario 17-2 as the Number of Firms Utilizing Direct Marketing Continues to Continues

question 34

Multiple Choice

Scenario 17-2
As the number of firms utilizing direct marketing continues to grow, so does the number of consumers opposed to the methods often described as "intrusive." To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns. One such outlet that firms are beginning to experiment with is social media. Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they've grown to realize that setting up some form of an email opt-in on social media sites is a great way to build marketing databases. In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts. By utilizing social media more often in the future, a number of U.S. companies hope to build stronger and more useful marketing databases.
-(Scenario 17-2) What effect has the Internet had on privacy concerns regarding direct marketing?

Definitions:

Good Relationships

Positive and constructive interactions between individuals or groups, characterized by trust, respect, and mutual understanding.

Replacement Planning

A strategy for identifying and developing successors for key positions within an organization, ensuring continuity in essential roles.

Critical Roles

Positions within an organization deemed essential for operational success and achieving strategic objectives.

Peter Drucker

A renowned Austrian-born American management consultant, educator, and author, widely recognized as the father of modern management.